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On the other hand, a salesperson is the connection between marketing and prospective
customers. Salespeople live to sell, love to present, look for sales opportunities all of the time,
and are highly driven people who risk a good part of their income on their own sales ability.
They close deals, period. That said, there are some outstanding salespeople who couldn’t market
a product if their lives depended on it. Remember, not "sell", but "market".
I’m a big World War II buff, so here’s one of my war analogies. If a marketer and a salesperson
were on a battlefield, the marketer would be mapping out the best possible strategy for success
and then handing it to the highly skilled salesperson responsible for charging the hill. In war, if
you mix the two up, people die. In business, products and services fail, and people get fired.
The Marketer:
* Performs market research
* Explores target markets
* Runs focus groups and launches surveys
* Analyzes data constantly
* Develops pricing strategies based on a number of business variables
* Brands products and services
* Develops and analyzes marketing campaigns
* Refines and adjusts marketing strategies based on data and feedback
* Can answer questions with hard data, which in my opinion, is always hard to argue with. :-)
The Salesperson:
* SELLS (seriously, salespeople need to spend most of their time selling)
* Chomps at the bit to interface with customers and prospective customers
* Has serious sales chops and has worked hard to build his or her skill-set
* Lives to present and always looks for opportunities to show off their product or service
* KNOWS HOW TO CLOSE A SALE (don’t laugh…most people have no idea how to close a
sale)
* Is driven by achieving and exceeding goals (quotas, sales competitions, financials, etc.)
* Has a successful track record of selling. Great salespeople don’t magically show up one day…
they’ve been selling their entire lives, even as kids
* Exudes confidence, knows his or her products inside and out, has a passion for sales, and can
overcome obstacles while juggling fine china
Why they should work together, but remain separate:
In general, you don’t want your marketer selling and you don’t want your salesperson
developing the marketing plan for your product or service. Note, I said “in general”, since there
are some people that are both salespeople and marketers… It’s rare, but there are a select few.
You definitely want your marketer involved in helping your salespeople craft their presentations,
explain the core selling points, provide data for overcoming barriers, etc. and you want your
salespeople working with your marketers to learn what’s going on in the field. But overall, the
marketer should market and the salesperson should sell.
So, are you a salesperson or a marketer? Did someone add both words to your job title? Let me
know what you think.
GG